Entrepreneurs are in the storytelling business because incredible technology alone is not enough to win the hearts, minds and wallets of investors and customers. Here are three videos revealing elegant and innovative ways companies use storytelling to build brands and relationships.
Creating clear and compelling messaging is key to Apple's marketing approach, says Fortune magazine Senior Editor Adam Lashinsky. Moreover, the company compounds success in this area by staying on a unified message. Lashinsky also shares an amusing example of how Apple reminds its employees to strive for simplicity.
Focus on making your employees excited about the brand, rather than just the customers. This is the new face of forward-thinking companies, says Jennifer Aaker, a professor with Stanford's Graduate School of Business. This strategy is now employed more often, giving employees their own blogs, Twitter feeds, etc., which allows customers to get excited about a brand they can come to trust.
Bestselling author Guy Kawasaki encourages entrepreneurs to tell a great story. In this clip, he uses Silicon Valley examples to explain the importance of the skill. He also urges entrepreneurs and startups to "plant many seeds" when it comes to getting the word out about new products. According to Kawasaki, this advice may eschew traditional marketing philosophy, but with the media world now inverted, entrepreneurs never know which outlets will make the difference in building critical mass for a product.